Toyota wanted to reach younger consumer group and promote their fun and advanced AYGO model by showing that driving, acquiring and using AYGO is an enjoyable experience – especially when done with friends!
How? The two lifestyle vloggers chosen for this partnership are not only super-popular but also a natural fit due to their history of enjoying a road trip together! Thus, Mariieveronica and Hermanni were challenged to test the new Toyota AYGO in the center of Helsinki over a day. The pair were given various tasks to highlight the features of the car, which they carried out with their humorous approach. They captured the events, challenges and fun moments, sharing the highlights to their Instagram Stories throughout the day. The campaign message was delivered with pioneering digital marketing communications: on top of Mariieveronica and Hermanni’s Instagram content, a total of 45 digital screens around central Helsinki were screening the content real-time!
Boom! The results exceeded all expectations: with three Instagram posts and nearly 40 clips on Instagram Stories the campaign received more than 1.2 million organic impressions. Toyota AYGO got very positive appraisal from viewers and the digital screens in the center of Helsinki significantly increased the number of visitors on the Toyota website. The campaign showcased yet again how a true match between the influencer and the brand deliver the best results with its naturally strong narrative and credible content.